Aliava.
$1.88M in tracked revenue at 8.49x ROAS, held through a full rebrand.
Aliava is a premium women's fashion brand with an average order value near $355. The account was large and already spending, but it was moving through a full rebrand, which meant running brand search on both the old and the new name without wasting budget or losing demand.
Performance Max as the engine
I ran Performance Max on Target ROAS as the core, structured around real margins. It produced roughly half of all revenue at 9.91x return.
Product segmented Shopping
I split Shopping by collection and custom labels so the best sellers and highest margin products got the budget, holding 7.15x ROAS on that channel.
Brand search across the rebrand
I protected both the old and the new brand name with dedicated search, which ran at a 27 percent click through rate and 8.5x ROAS, so the rebrand never leaked demand to competitors.
Disciplined negative sculpting
Every week I mined the search terms report and added negatives across Performance Max and category search, cutting waste so the return held while spend stayed high.
Across twelve months the account held about $1.9M in tracked revenue at 8.49x ROAS on $222K of spend, while the average order value rose to $355. Scale and return at the same time, through a rebrand.
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